Leading global visitor attraction operator, Merlin Entertainments, has announced a reorganisation of its Midway Division.  This Division incorporates its short stay and City Centre global attraction brands – Madame Tussauds, SEA LIFE, Dungeons and LEGOLAND Discovery Centres – as well as The London Eye and London Aquarium.

In future the Division will be split into four geographic regions – London, Europe, USA West and USA East, each led by a divisional operating head responsible for the day to day management and development of all attractions in the region.

James Burleigh is the new Midway Divisional Director for Europe.  His responsibilities include all Merlin attractions across Europe (excluding London) – all SEA LIFE attractions; Madame Tussauds in Amsterdam and Berlin; and the Dungeons in Hamburg, Edinburgh and York.  He will be supported by 3 business unit heads - Meike Schulze (Germany); Iain Hawkins (UK) and Roland Maes (rest of Europe).

David Sharpe retains his existing role as Midway Divisional Director, London, which now incorporates the London Aquarium; in addition to The London Eye; Madame Tussauds, London; and the London Dungeon.

Adrian Jones (General Manager Midway USA West) and Janine DiGioacchino (General Manager Midway USA East) retain their existing roles.  Both areas are planned to expand significantly in 2009 with the opening of Madame Tussauds in Hollywood; and the Pepsi Globe and LEGOLAND Discovery Centre opening in Meadowlands, near New York.

A fifth new senior position has also been created to support the enormous growth which is taking place in Merlin Entertainments, and particularly the Midway Division, with 4-5 new attractions opening each year, as well as considerable investment in existing sites/brands.     Yet to be filled, the role of Divisional Director for Midway Development, will work closely both with the Midway regional directors and Merlin’s Property and Development Group to oversee all new brands, new openings and emerging markets, enabling sufficient focus to be given to these key attractions at a crucial stage in their development.  Reporting to this role will be two new Midway Openings Managers – for the USA and Europe.

All five senior positions will report direct to Merlin Entertainments’ Midway Managing Director, Glenn Earlam.

In addition to this, brand consistency will be the responsibility of four Midway Marketing Directors who will work across all the regions.  As ‘keepers of the brand’ each Marketing Director will be responsible for the quality and consistency of their individual brand in every marketplace, as well as being heavily involved in all future development.   They will also ensure that the marketing benefits and economies of scale for the individual brands are maximised both globally; and in discreet geographic areas where joint activities are undertaken.

Reporting directly to Earlam, these remain:

-        Nicky Marsh (Madame Tussauds)

-        Kate Edwards (Dungeons)

-        Scott Williamson (SEA LIFE)

-        Nicola Hamilton (LEGOLAND Discovery Centres)

These changes are all effective immediately.

See also:
Merlin sues London Attraction
Merlin Entertainments Group continues Aggressive Growth Strategy
Merlin Entertainments wins Prestigious "Best Management team" Award
Merlin Takes The Helm At Blackpool SEA LIFE Centre


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